New Delhi: From attacking stereotypes to celebrating the spirit of emancipated young Indian woman, Titan Raga has many first to its credit in advertising. Taking the progressive narrative further, the women watch brand along with its agency Ogilvy and Mather, has rolled out a new campaign with a refreshing take on motherhood.
Titled ‘Mom by choice’ the campaign, set at a baby shower features a young mother-to-be speaking about how she will never be the conventional mother which the society approves of. Rather, she appreciates her own mother for being unconventional - a woman who did not give up on her life, aspirations and passions.
The spot, like Raga’s many previous campaigns, offers a refreshing take on different aspects of young women today. “Raga as a brand has consistently invested in brand building over the past 10 years, with two to three marketing interventions every year. It is deeply entrenched brand in consumers’ minds and we have seen a growth in mindshare,” said Sirish Chandrashekar, marketing head, Titan. The brand targets women between the age of 28 and 35 years from the affluent socio economic categories.
“The current campaign celebrates the new idea of motherhood and challenges the perceived notions about being a mother where the woman is expected to sacrifice her ambitions to take care of the child,” said Tithi Ghosh, senior vice-president and head of advertising, Ogilvy and Mather, Bengaluru.
Raga, as a brand, started repositioning its advertising strategy back in 2014. The idea was to find a unique voice in a highly cluttered women watches space. “We identified the platform—Khud se naya rishta which captured the idea that women have choices and the right to make the one that make them feel empowered. This is how femininity was evolving, from approval seeking to independent and confident decision making,” she added.
Almost all its campaigns since 2014 have been a viral hit. Last year the brand in its ad ‘Break the bias’ addressed how a woman is perceived in the workplace especially when she climbs up the ladder. In 2015, Bollywood actor Katrina Kaif featured in a spot talking about how women should not succumb to societal pressure when it comes to marriage.
While in 2014, Nimrat Kaur featured in ‘Woman of today’ campaign where she plays a successful professional who chose her career over a relationship where she would have had to give up on her ambitions.
“Titan’s advertising has always been one-step ahead of where the society is. In the last 15 years or so, the brand’s strategy has evolved from a product centric approach to positioning the brand as a gifting option to now relating it to the emerging socio-cultural trends,” noted Ambi M.G. Parameswaran, a brand strategist and founder of Brand-Building.com.
While brand uses digital videos and television spots to emotionally connect with its consumer base, print and outdoor is leveraged to showcase the product.
Like Raga, Titan’s jewellery brand Tanishq also stands out for its socially relevant advertising. The most recent digital campaign by Tanishq owned work-wear jewellery brand Mia features how women bring their best to work while juggling home life.
Tanishq’s most talked about campaigns include ‘Second Marriage’ where a woman who has a young daughter chooses to remarry.
While Tanishq’s advertising and marketing annual budget is estimated at about Rs200 crore, Raga spends close to Rs90 crore annually.
Parameswaran feels that while it is important for brands to have a unique voice but never at the cost of brand and product connect.
According to him, Tanishq’s Second Marriage ad beautifully links the product (jewellery) with a socially relevant theme.
“It is a challenge that is posed to many marketers whether to stick to the hard sell functional ads or create a story that one can remember which also has product connect. I feel Titan is careful about that and hence their ads are memorable and also high on product connect,” he said.